Expedia aims to dominate Heathrow using four media

Media Planning and outdoor specialist Concord have brokered deals with four media owners to create one of the largest airport advertising campaigns ever devised.

Media Planning and outdoor specialist Concord have brokered deals

with four media owners to create one of the largest airport advertising

campaigns ever devised.



The pounds 3 million campaign for online travel service Expedia.co.uk

will run for a year at Heathrow and aims to dominate the airport’s

terminals and transport links. It will, however, have to compete with an

upcoming campaign for Vodafone, which also aims to make a splash at the

airport.



The media mix for the Expedia campaign includes Sky Sites’ Site 15, the

most sought-after poster spot at Heathrow, which is visible when driving

to terminals one,two and three.



Other elements of Sky Sites’ portfolio to be used in the campaign

include a massive trolley ad burst and the branding of the baggage

carousels - never before permitted by airport authority BAA.



In addition, Concord and Media Planning have negotiated a deal with TDI

to take a number of poster sites at the airport’s two Piccadilly Line

Underground terminals.



The push will also make use of Freecards’ postcards on the Heathrow

Express and ads will appear on the Heathrow Express’s in-train TV, which

is sold by Premier TV.



The upcoming Vodafone campaign at Heathrow is being planned and bought

by OMD and Poster Publicity.



It will involve branding Heathrow Express carriages.



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